1HUMANITY
CURIOUSITYGO-FOR-ITGENEROUSITYENHANCEEXPERIENCES
TECHNOLOGYSWING FOR THE FENCES
ZGM
EMPLO
YEE HA
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OK
1
First, welcome to the team! Seriously,
it’s awesome to have you here. But
before we set you loose to help our
clients achieve their objectives, we
know you’ve likely arrived here today
with questions, concerns and a few
insecurities. So this piece is meant
to help answer and alleviate some of
those issues, as well as introduce our
brand, our values and the expectations
everyone here will have of you.
welcome
2
What’s in a name?Sure, a rose by any other name would smell as sweet.
But come to ZGM after our boot camp workout at lunch and
it smells nothing like a rose. Still, our name is a great place to
start – ZGM Modern Marketing Partners.
ZGM has been with us for a while. But the Modern Marketing
Partners handle is a bit newer. As you’ll read in our brand
platform, we wanted a positioning line that explained our
ability to leverage technology (Modern), the services we offer
(Marketing) and our commitment to alignment with our clients
and our collaborative working philosophy (Partners).
5brandBrand frameworkYou’ve got a ZGM business card. You’ve told
your family and friends about your new gig.
And you’re settled in amongst your teammates.
You’re officially part of our brand now. But what
does our brand really stand for?
This framework spells it out:
7
Yeah, like the inevitable
question you ask yourself at
3 o’clock in the morning after a
few too many cocktails. The big
question. The “why do we exist”
question. And for us, it all comes
down to this:
As an organization, we believe we
have the power to do this. On a
day-to-day basis we physically
interact with three to six people
on average to get our work done.
But our work extends into the lives
of literally millions of people. And
all those interactions can make a
person’s day a little better, or if done
poorly, can frustrate and detract from
their experience. Why wouldn’t we
strive to make a positive impact?
Rhetorical question. Our purpose
mandates that we do exactly that.
• By doing work we’re personally
proud of, no matter the scope of
the task
• By respecting each other’s
talents and trusting everyone
to bring their best to every
assignment
• By treating our clients, suppliers
and partners with the same
respect with which we want to
be treated
• By remaining focused on the
user (or viewer, or audience) by
creating relevant, engaging and
thoughtful solutions
ENHANCING HUMAN EXPERIENCES
9
2How we’ll get thereIf we’re going to enhance the human experience, we need to
start by helping those who work with us make a difference in
whatever way they can. And we need to do that in the context
of a marketing and communications industry that is changing
at an insane pace. So where do we see ZGM fitting into this
rapidly evolving reality and how are we going to stay relevant
so we can live our purpose? Wow, tough question, but we’re
glad you asked. We’ll realize our purpose by:
This is a lofty statement, but that’s kinda the point. This brand
promise is basically our mission, and it should be lofty.
Because if we’re going to enhance the human experience,
it starts with helping good people make their mark on the
world. And we do that by understanding the need to balance
humanity and technology. Because as amazing as all the
emerging technology is, and the potential of data to allow
us to drive ROI for our clients, we believe that’s only half the
equation. The other half is people. Humanity. And if we keep
focused on understanding the human condition and telling
contextually relevant stories as we leverage technology,
everyone wins.
Helping you make your mark on the
world by finding the right balance of
humanity and technology.
11
What
matters
most to
us 33
TRESOur values.Sure, you’re here because you’ve got
skills. People skills, production skills,
coding skills, coffee making skills, etc.
But what you may not know is you’re really
here because the teammates that hired
you believe you share the same core
values as we do. This is important as our
core values are what separate us from…
well, everyone.
What are our core values?
3/10 and sometimes this too
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HumanityWe like people who are just good humans.
And treat others with a sense of humanity. We connect
with people who embrace the human experience –
people who sweat, laugh, cry and raise the odd glass
together. Because remaining honest and respectful
with each other, our clients and ourselves makes this
an awesome place to work.
4/10 wh i tespace i s n ice space
13
CuriosityYes, it killed the cat. But it’s vital in order to
thrive at ZGM. Curiosity is the best weapon we
have to stay relevant with technology evolving
as quickly as it is. Curiosity is the best path
to innovative ideas that will move the needle
for our clients. And besides, it’s just a more
interesting way to live.
14
GenerosityBe generous with your time and knowledge.
Rally around those that need help, don’t
abandon them. Share everything openly
because only then can we take advantage of
all these smart brains being together.
15
Go-for-it-nessPut yourself and your ideas out there. Take a chance.
Make something happen. And in the process, make yourself
vulnerable. Failure is an option, doing nothing isn’t. Really.
Our greatest strength is your ideas and your passion –
unleash them and we’ll all be better for it.
16
Swing for the fencesZGM is an extraordinary agency and we didn’t get that way by
always doing what we’re told. Because every time we swing
for the fences – when we bring passion, pride and innovation
to our craft – we exceed expectations, build trust, learn new
things and ultimately become a greater company.
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So these are our values. Know them.
Live them. Love them. Because our
values are the foundation of our
culture. And our culture enables
collaboration to flourish and laughter to
fill the hallways. It allows us to be better
together than we ever could be apart.
Besides, if we stay true to our values,
no matter what happens, we can go
home proud at the end of the day.
5/1
0 t
ha
t h
ea
rt i
co
n h
as
a l
ot
of
ex
tra
us
ele
ss
po
ints
19
everyone
will walk
away feeling
a little
better about
themselves
and the world
around them.
10
/10
he
re I
am
. a
nd
I t
hin
k y
ou
are
am
az
ing
!
20
let’s getintotheweeds
6/1
0 t
he
de
sig
ne
r w
as
to
o l
az
y t
o i
llu
str
ate
we
ed
s.
big
bo
ld t
yp
e —
dis
tra
ct!
21
Okay, so that’s the brand
you’re now a part of.
We hope you connect
with it. Now, let’s get into
expectations and what it’s
going to be like working here.
22
WORKING AT ZGM:
LEAVE THE POLITICS TO THE POLITICIANS
The fastest way to kill a collaborative environment is
through politics, sects, packs, niches, hordes, groups, cliques,
exclusion and all things that build walls between people.
And because we’re all about collaboration, you can see why
walls and separation would be a problem. So avoid it. At all
costs. If you feel like you’re getting sucked into anything that
feels like us vs. them… run. Run for your life. Even if all the
cool kids are doing it, just say no.
Same goes for negativity. It’s like a black hole for creativity
and collaboration. So if you find yourself moping around like
Eeyore everyday, take a good long look in the mirror, figure
out what’s causing your grief and fix it or find another job
where you’re happier. No hard feelings. ‘Cause we
only like to hang out with people excited about coming
into work everyday.
ZGM IS LIKE SASKATCHEWAN. FLAT.
Layers are good for winter warmth, chocolate cakes and
geologists. Not good at agencies. Sure we all have different
job descriptions, but you won’t find a Special Assistant
Vice-President & Co-Manager of Organizational Analysis here.
What you will find are open doors and open minds. You’ll find
a group of peers that respect your opinions and ideas no
matter what your role is. You’re on the team now. Your voice
is as loud as anyone’s. Use it.
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We exist to enhance the human experience. To achieve this, we need alignment
between our values and expected
behaviours that support them in
order to achieve the outcomes
we desire. While our values have
been defined and refined over
the years, we’ve never articulated
the behaviours we expect, nor
the outcomes that will result.
Until now. Regardless of the team
you’re on, or office you’re in, if we
all follow these behaviours then
ZGM will be a pretty remarkable,
special place to make your mark.
humanity
BEHAVIOURS
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humanity outcomes
Be honest with
failure. If someone
is doing something
great – tell them
• Growing people to fulfill their human and work potential
• Building trust and respect with teammates and clients
• A team that feels safe, happy and supported with an
improved level of mental and physical health
• Working at a place where you want to go to work and
attracting top talent that wants the same
• True collaboration across all departments
Treat each other with the
respect you want to be
treated with Practice empathy – put yourself in
other people’s shoes in both work
and personal situations
Openness, transparency
and front-stabbing – no hidden
conversations, talking about
people behind their back – be
honest with others
Leave politics to
the politicians
Embrace vulnerability – come with
more than ego, get rid of the mask.
Be your whole, true self, with no
agenda
Show gratitude
1.
2.
3.
5.
6.
7.
4.
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outcomes
Understand what our
competitors are doing and
keep up to speed on great
work, even deconstruct it to
see how they did it
• As an agency, we never become stagnant. Always evolving
and always staying one/two steps ahead
• Getting to the bottom of issues with better insights that
creates better work
• Create a more innovative, stimulating environment
• Organic growth – if we stay curious about our clients’
business, we should identify new ways to help them.
We may also develop products for ourselves along the way
Continuous professional self-
learning – industry expertise, niche
understanding, new software, skills,
techniques, etc. Read industry blogs,
annuals, social channels. Listen to
podcasts – just stay connected and
current with our industry
Ask better, and more,
questions of our clients
to understand the true
business problems we can
help them solve
Explore topics outside
of your day job – i.e.
blockchain, AI, politics –
whatever it may be. Get out
of the office, look around
the world and feed your
imagination and soul
Remain open to
different points
of view
Look for new opportunities
for ZGM to evolve or develop
products or services
1.
2.
3.
5. 6.
4.
gene
rosi
ty
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gene
rosi
ty
outcomes• A more balanced work load for everyone
• A supportive, collaborative and compassionate
team that feels like family
• Increased self-confidence and group esteem
• Know we’ve made a difference to our peers and
the community, elevating our brand in the process
Sharing your talent,
knowledge and
experience with team
members
Be supportive – if you see someone
overwhelmed, over capacity, feeling
down, stressed, or unhappy, give
them your time and attention
1.
2.
Give team members honest,
constructive feedback and celebrate
great effort, work and wins
3.
Volunteering and giving back to
the industry/community by sitting
on boards, talking to students,
facilitating events or judging
award shows
5.
Offer to help people around
you, even if it’s not technically
your area of responsibility
4.
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swing for the fences
go-for-it-ness
Try something that
makes you really
uncomfortable – a new
hobby, boot camp, learn
a language – whatever it
is, put yourself out there
Always do what you
say you are going to
do, when you say you
are going to do it
Trying and getting it wrong
is better than not trying
There’s always room
for a better idea
During down time, how can
you up your own game?
Take initiative in learning
and implementation
Don’t wait to be asked to
do something if you notice
a need. Think about how
you can be improving
things proactively
Be proactive for our clients
– anticipate client and
industry trends and remain
one step ahead
1.
2.
3.
5.
6.
7.
4.
outcomes• Increased self-satisfaction by all team
members on both a personal and
professional level
• Stronger relationships and trust with
our clients and team members
• Things fail faster and succeed faster
• Fostering of leadership qualities
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swing for the fences
outcomes• Better work and increased word
of mouth to attract top talent and
new business
• A culture of trust, where people
feel empowered and supported to
try (and fail without fear)
• More inspired, fulfilled team that
creates an energized environment
Move past the first answer that
comes to mind. It might be
best, but until you explore,
you don’t know
1.
Challenge the brief, ask more
questions, go beyond the ask
2.
Learn from and acknowledge
the effort in a failure when
we swing for the fences
3.
Collaborate with others
to make your ideas
even better or discover
approaches no one
ever expected
5.
Be confident in and
champion the ideas
you believe in
6.
Try a routine task in a
new and different way
8.
Putting in the extra
10% that it takes to go
from good to great
7.
Think BIG. Don’t let budget
get in the way of doing
something extra special
i.e. Red Bull Crashed Ice
4.
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WORKING FOR ZGM CLIENTS:
ALIGNMENT
If you’ve ever gone skiing, then you know it works best
when both skis are pointed in the same direction. Same
goes for us and our clients. When we’re both working
towards the same objectives, it just works better on all
fronts. What does this mean for you? One thing you’ll notice
is we have a love/hate relationship with time sheets. Why?
We know we aren’t in the business of selling time. We are
in the business of solving problems for clients and adding
value along the way – which aligns our objectives and our
clients. So, yeah, wherever we can we don’t price hours,
we price the scope of work and the value it delivers.
You still need to hold to schedules and deadlines, but
timesheets are more about workload and team capacity.
Alignment also means you need to understand how
whatever it is you’re working on is helping achieve the
client or project objectives. Understand how what you’re
doing answers the brief. Understand how the results are
being measured. And if you don’t know, stop. Seriously, stop
and ask someone else on the project about the objectives,
the strategy and how we’re being measured. Because if our
skis are pointed in different directions, nothing good is going
to come from it.
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INNOVATION
Innovation is your job. That’s right, you. Whatever your role is
on the team, there’s always a way to do it better, a way to look
for a new answer, a new approach, a new way of doing things.
It could be as large as a breakthrough use of technology to
solve a client’s challenge, or as simple as changing the colour
of an internal document so it doesn’t get lost in the clutter
(which actually happened and was an awesome innovation by
one of your teammates). Seek innovation, and when you find
it, don’t be shy about it. Share your ideas and thoughts freely
– we’re all open to hear them.
Seek innovation, and when you find it, don’t be shy about it. ”
“
8/10 b ig yel low box. must be important .
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MOVING THE NEEDLE
Creativity in marketing isn’t about art for art’s
sake, but rather to create an experience
that will ultimately help meet real business
objectives. In fact, you’re going to see a lot
of focus on measurement, objectives and
results for our clients. That’s ultimately why our
clients need our services, so we need to be
accountable to that. Yes, we still need to sweat
the craft and develop ideas and executions
that get noticed – but the style and tone of the
creative needs to reflect our client’s brands,
not our personal need for self-expression. At
ZGM, if the work doesn’t reflect the right tone
and voice and hit the strategy, it’s not good
work. Even if it’s the most creative piece in the
history of creativity.
And because we’re not a studio full of starving
artists, we need to make sure our paycheques
don’t bounce every two weeks. So this means
paying attention to things like budgets, costs
and deadlines. Because if we stay profitable,
we can keep the lights on and stay focused on
doing the kind of work we are all here to do.
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Listen, one thing we know about teamwork
is that sometimes it takes a while to adjust to
new teammates and new ways of working.
No one is holding you under a microscope as
you settle into your new gig. So relax, have
fun, ask lots of questions and feel free to
stumble, fumble and make an ass of yourself.
We’ve all done it before you. And like they say
about learning to snowboard, if you don’t fall,
you’re not trying hard enough.
Welcome to the team.
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Make your mark.
Whatever that mark may be. Perhaps it’s a thumbprint,
or your signature, or a self-portrait or even some words
of wisdom. This mark is a symbol of your commitment
to giving it 100% every single day.
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